Coke Recruits Paraplegics
For 'Cola War' in India

NEW DELHI -- Ubiquitous hand-powered tricycles driven by New Delhi paraplegics are suddenly sporting red Coca-Cola umbrellas and drink coolers at prominent intersections in the capital.

The promotion is a small part of Coca-Cola Co.'s latest attempt to boost sales in one of the few international markets where the flagship Coca-Cola brand trails PepsiCo's Pepsi Cola. Since returning to the world's largest democracy in 1993 after a 16-year absence, Coca-Cola has yet to find a winning formula in India. The Atlanta-based...